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This is why Acura hasn't yet announced its EV strategy

Despite parent company Honda's green and friendly brand image, luxury marque Acura hasn't made a grand statement about electrifying their lineup. Even as brands like Jaguar, Land Rover, Bentley, and Infiniti pledge to entirely electrify their lineups in the coming decade, Acura has held back. The reason, according to Acura head honcho Jon Ikeda, is that it's focusing on reestablishing itself as a performance brand. In a wide-ranging interview with Automotive News, Ikeda says Acura came out of the gate strong in 1986 and did well for the first 20 years, but when the bottom fell out of the market in 2008 the brand experienced "growing pains." That spawned a period of self-reflection and, as Ikeda puts it, "What are we about?" The decision was made to go back to Acura's roots as the performance division of Honda. "That's what Acura is. That's what I fell in love with," Ikeda says. Ikeda joined Honda in 1989, but his promotion to Acura boss in 2015 was a surprise to many, including himself. That's because Honda had a tradition of putting engineers at the helm, and Ikeda was a designer, responsible for the looks of such cars as the FSX concept, 2001 Civic Coupe, and beloved 2004 Acura TL. 2021 Acura TLX Advance View 38 Photos When asked by AN whether Acura is worried that luxury competitors are putting stakes in the ground to claim EV brand identities, Ikeda says no. "For us as a brand, we needed to kind of refocus and reestablish ourselves as a performance brand... We want everybody to understand where we are, what we're about first. Even if we go electric we will continue to be a performance division of Honda and performance will be our focus." To earn its performance street cred, Acura poured resources into the second-gen NSX hybrid supercar, which served as testbed for how electricity can work harmoniously with performance. They will continue to campaign IMSA race cars to earn trophies as proof, and Ikeda also wants to bring more Type S models to the lineup. Ikeda says Acura is still in the process of rebuilding its foundation, but when he's done he expects people to associate Acura with performance. That sure seems ambitious to us, but products like the new TLX are a helpful stepping stone. It also explains why Acura is investing in different platforms to differentiate itself from Honda. To be clear, Ikeda isn't ruling out electrification.

Acura considering Vezel-based compact crossover

There's a distinct benefit to automakers having their own premium brand. After all, why develop one vehicle to be sold under one nameplate if you can turn it into two? Especially if a little reconfiguration and some premium accoutrements allow said automaker to charge significantly more for the luxury version. It's a winning formula - for crossovers especially - that Toyota has used to turn the Highlander into the Lexus RX (even if the first-gen RX arrived before the original Highlander), that Ford has used to transform the Edgee into the Lincoln MKX and that General Motors has applied to the Chevrolet Suburban to turn it into the Cadillac Escalade (to name just a few of the many examples out there). And it's one to which Honda and its Acura division are certainly not unaccustomed.
Acura has adapted its Euro-spec Honda Accord into the TSX, the Civic into the ILX, the CR-V into the RDX and the Pilot into the MDX. And now that the Honda Vezel is coming to market, Acura reportedly has its eye on that as well. The idea was first introduced when Acura unveiled the SUV-X concept (shown above) at the Shanghai Motor Show this past April, just a few months after Honda revealed its Urban SUV concept that previewed the production Vezel. At the time, says Automotive News, Acura said it intended to put the concept into production in China for the Chinese market, and it's reportedly moving ahead with those plans. But now that it is, executives are wondering where else they might find buyers for the premium compact crossover.
With the Vezel soon to begin production alongside the Fit at Honda's new plant in Mexico, it wouldn't be a stretch to see the Acura version follow suit. The market does, after all, seem to be heating up with entries like the Audi Q3, BMW X1 and Mercedes-Benz GLA, and we couldn't blame Honda - pardon us, Acura - for wanting a slice of that pie.

Acura reveals performance EV concept called Performance EV Concept

After teasing a new EV concept for Monterey, Acura made good on its promise Thursday with the unveiling of its rather plainly named Performance EV Concept. Good news: Acura's first in-house EV will be a performance car. Bad news: It's not the one we all hoped it would be. Instead, we're getting another model in the grand tradition of the ZDX — pronounced front end and all. It seems that look is here to stay, so get used to it, because Acura says it plans to build a production model based on this concept starting in late 2025.  That's noteworthy not just because this is Acura's first in-house EV, but because it'll be the first production car to ride on any variant of Honda's new BEV architecture. The mainstream brand is planning to put something based on its 0 Series "Saloon" concept into production in 2026. That's quite the coup (no "e") for Acura, which spent most of the past two years talking about the Ultium-based ZDX project, which by all accounts will be the first and last Acura-badged product of Honda's tie-up with General Motors and its Ultium EV platform.  As you can probably surmise, Acura remains tight-lipped about specifics. Honda (and by extension, Acura) "concept" vehicles have a funny habit of being put into production almost exactly as they sit, so what you see here is likely pretty close to the mystery CUV's final physical form, but battery and motor specs remain nebulous for the time being. We expect a multi-motor setup engineered to mimic the behavior of the SH-AWD system Acura offers in its ICE vehicles. The concept's massive 23-inch wheels encircle a set of four-piston calipers and crossed-drilled rotors — the two most significant hints that we're looking at something meant to move quickly.  If you're in Northern California for Car Week, you can check out Acura's concept at The Quail. The company's presentation is scheduled for 10:36 a.m. local time (What is this, a train schedule?) on Friday.